CABI TOURISM TEXTS 3 rd Edition Tourism Information
CABI TOURISM TEXTS 3 rd Edition Tourism Information Technology PIERRE J. BENCKENDORFF ZHENG XIANG PAULINE J. SHELDON COMPLIMENTARY TEACHING MATERIALS
CABI TOURISM TEXTS Chapter 2 The Digital Tourism Landscape
CABI TOURISM TEXTS Chapter 2 Learning Objectives After studying this chapter you should be able to: 1. Describe the general concept of the digital tourism landscape; 2. Explain and evaluate the components and functions of information technology in tourism using a digital tourism ecosystem perspective; 3. Analyze the drivers of innovation and technological change in the digital tourism landscape; 4. Define and provide examples of disruptive innovation; 5. Apply behavioral perspectives to explain how travelers adopt, use and respond to information technologies in tourism settings; and 6. Explain the role of information technology in tourists’ decisionmaking processes.
CABI TOURISM TEXTS Key Concepts Digital tourism ecosystem Diffusion of innovations theory Hype cycle Technological innovation theory Disruptive innovation Technology acceptance model (TAM) High-tech / high-touch 4
CABI TOURISM TEXTS Inspiratio n Entities Connection s Broadband, Reflectio n Mobile, Wi. Fi, NFC, BLE, GPS, Broadcasting, Protocols, Standards Content Rich Media, Maps, Navigation, Transactions, Dynamic Content, User Generated Content Suppliers, Travelers, Intermediaries, Governments, DMOs Communiti es Social Networks Blogs, Reviews, Forums, Wikis, Local Experts, Media Sharing Devices Desktops, Smart Devices, Mobile Devices, Digital Kiosks Touch Points Websites, Search, Engines, Mobile Apps, Email, Telephone, Face-to-face Experien ce FIGURE 2. 1 The Digital Tourism Ecosystem Transacti on
CABI TOURISM TEXTS Digital Tourism Ecosystem Digital Technological Environment Devices Connections Content Touch Points Roles of Entities and Communities Catalyzers Dictators Milkers Niche Players 6
CABI TOURISM TEXTS Digital Tourism Ecosystem Functions Inspiration Transaction Experience Reflection Ecosystem Health Productivity Robustness Diversity 7
PERFORMANCE CABI TOURISM TEXTS INDUSTRIAL REVOLUTION ELECTRIC DIGITAL FOURTH REVOLUTION Artificial Intellige nce Digital Networks Electronics Electricity Steam Power Mechanization 1780 1840 1900 1950 1990 2020 TIME FIGURE 2. 2 Waves of IT Adoption Source: Schumpeter (1934), Perez (2002
CABI TOURISM TEXTS Web. Crawle r, Netscape Mosaic Browse r Google Search Hotmai l e. Bay, Amazo n Baid u Web 2. 0 coined Wikipedi Skype a, i. Pod Google Images, Siri i. Phone i. Pad Google Glass, Amazon Echo Del. icio. u Instagra s, You. Tub m, Tencen Dot. com Linked. In, Amazon e Pinterest, t bubble Word. Pres Cloud Reddit Alibab i. Qiyi Facebook s, Alipay, (EC 2) Uber, a, 1 bn users Taobao Twitter, Weibo, Netflix Napste We. Cha You. Ku, Whats. Ap r, Pay. Pal t, Facebook Spotify p, Quora Blogge Twitch r, QQ Expedia, Trip. Adviso Travelocity, r Ctrip, Booking. co Farechase m, ITA Software Metasearc h Travel. Web Open. Tabl Orbitz e Viator Priceline 1995 . travel domai n 2000 Priceline buys Travel. Web & Booking. co Kayak, m Home. Awa y 2005 Hotel. Tonight Roomkey, Priceline buys Kayak Airbnb 2010 Oculus Rift, Holo. Lens Internet & Technology Developments Apple App Store 40 bn downloads Tik Tok e. Commerce & Social Media Developments Expedia buys Travelocity, Orbitz, Home. Away Priceline buys Open. Table 2015 Tourism & Hospitality Industry 2020 TIME FIGURE 2. 3 Important Developments on the Internet Adapted from Xiang et al, 2015
CABI TOURISM TEXTS Diffusion of Innovations Theory Rogers, 1962 Innovators: eager to try new ideas and prepared to take risks such as adopting technologies that may fail. Early adopters: opinion leaders who embrace change but are not as obsessive as innovators. Early majority: tend to adopt new innovations before the average person but will thoroughly research a new innovation before deciding to adopt. Late majority: will only adopt an innovation after the majority have tried it and adoption may be the result of economic necessity or social pressure. Laggards: traditionalists and are the last to adopt an innovation because they are skeptical of change. 10
EXPECTATIONS/VISIBIL ITY CABI TOURISM TEXTS ‘Early adopters’ adopt products Negative Supplier proliferation publicity Mass media hype Supplier failure/consolid ation ‘Innovators’ adopt products 1 st generation products (expensive) New rounds of venture capital Technolog y Trigger 3 rd generation products 2 nd generation products Startup firms R& D New paradigms and practices become accepted ‘Early majority’ start to adopt product triggering high growth phase Peak of Inflated Expectatio ns Trough of Disillusionme nt Slope of Enlightenment Plateau of Productivity TIME FIGURE 2. 4 Gartner Hype Cycle Adapted from Tarkovskiy (201
CABI TOURISM TEXTS Understanding the Digital Tourist Technology Use and Acceptance Demographics Trip Characteristics Psychographics UTAUT Use of IT in the Travel Process Information Search Trip Planning Purchase Methods for Understanding the Digital Tourist 12
CABI TOURISM TEXTS High tech and high touch travelers Travel High tech High touch Everyday life High tech High touch Spillovers Opportunity Seekers Compensators Luddites 13
CABI TOURISM TEXTS Understanding the Digital Tourist Quantitative sources Mixed-methods Qualitative sources Traditional surveys Content analysis Interviews Online surveys/polls Sentiment analysis Focus groups Web analytics Data mining Netnography Experiments Observation Visitor tracking Prototyping Biometrics 14
CABI TOURISM TEXTS Discussion Questions 1. In 2007 the World Economic Forum released three scenarios of digital ecosystems, which are summarized in the following You. Tube video: http: //youtu. be/jnr. At. Xt 3 uu 4/. Considering IT developments since 2007, which one has been the most accurate? Justify your answer and discuss the implications for IT and tourism. 2. Speak to someone who works for a company in the hospitality or tourism sector regarding their adoption and use of a specific, important technology. According to Rogers’ Diffusion of Innovation Theory, which category (i. e. , innovator, early adoptor, early majority, late majority, and laggard) do you think they belong to? Why?
CABI TOURISM TEXTS Discussion Questions 3. Conduct your own research about the major generational cohorts alive today (Baby Boomers, Gen X, Gen Y and Gen Z). Do they differ in how they use technologies? Are older consumers as likely to use IT for travel purposes as younger consumers? 4. Provide examples of how the use of technology can deliver both high-tech and high-touch outcomes. 5. What are the key elements of the TAM? Provide your own tourism and technology example to illustrate the various components of this model. 6. In this chapter we used Air. Bn. B to illustrate the concept of disruptive innovation. Identify another example of disruptive innovation in tourism and use Christensen et al. ’s model of low-market/new-market footholds to justify your example.
CABI TOURISM TEXTS Useful Websites American Society of Travel Agents (ASTA) www. asta. org Inspirock www. inspirock. com World Economic Forum Digital Ecosystems www. weforum. org/reports/digital-ecosystem-convergence-between-it -telecoms-media-and-entertainment-scenarios-2015 Our World in Data: Technological Progress ourworldindata. org/technological-progress 17
CABI TOURISM TEXTS Case Study Airbnb Problems with hotels: Hotel chains build brand around consistency and standardization Standardization creates sterile and impersonal experiences Hotels are expensive to own and manage The solution? Provide accommodation that is not standardized and requires no investment in real estate or workers. Founded in 2008 … by mid-2012 bookings reached 10 million nights and by 2018 more than 4 million properties were listed in 191 countries Disruptive innovation New technologies New business models New value chains
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